P&G SIGNS MARKETING DEAL WITH SALE AND PELLETIER
By Adnews Staff
Canadian figure-skating Olympic gold medalists Jamie Sale and David Pelletier will promote Procter & Gamble's Crest Whitestrips tooth-whitening product over the next year. The product, which is coming to Canada this month, consists of transparent strips coated with a tooth-whitening gel that are worn twice a day for 30 minutes. Details regarding the agreement have not yet been finalized, however the marketing plan will possibly include a 45-city skating tour of Canada and the U.S. later this year and promotional appearances in major Canadian cities, according to Win Sakdinan, spokesperson for Toronto-based Procter & Gamble Canada. Television, radio and print advertising from New York-based D'Arcy Masius Benton & Bowles will promote the strips along with in-store materials at mass merchants, drug stores and grocery stores.